The Influence of Promotion and Social Influence on Online Purchase Decisions Mediated by Convenience

Abstract

The rapid development of digital technology has increased online shopping activities, particularly among consumers who prioritize convenience and efficiency. This phenomenon highlights several factors influencing online purchasing decisions, such as promotion, social influence, and shopping convenience. This study aims to analyze the effects of promotion and social influence on online purchase decisions, with convenience as a mediating variable. A quantitative research approach was employed using structural equation modeling–partial least squares (SEM-PLS). Data were collected through a Likert scale questionnaire (1–5) distributed to 40 respondents who had experience with online shopping. The results indicate that promotion and social influence significantly affect online purchase decisions, both directly and indirectly through convenience as a mediating variable. Shopping convenience strengthens the impact of promotional strategies and social influence on consumers’ purchasing decisions. In conclusion, effective digital marketing strategies should integrate attractive promotions, positive social influence, and enhanced shopping convenience to encourage online purchase decisions.